ITS Consults Public on Electronic Travel Card Concept
In the run up to implementation the ITS project team carried out market research in conjunction with TNS/MRBI. The main objective of the research was to understand the general public's current pattern of travel and to measure attitudes and opinions towards the electronic travel card concept. The research had three phases:
- Phase 1: A qualitative study involving 10 focus groups amongst regular public transport users in the Greater Dublin Area (GDA) and 3 depth interviews with representatives of disabled organisations (January 2004).
- Phase 2: A detailed survey amongst a representative sample of 1,005 adults aged 15+ in the Greater Dublin Area (GDA), conducted face-to face, in-home. (January/February, 2004).
- Phase 3: A short survey amongst a nationally representative sample of 1,000 adults aged 15+, was conducted via CATI (Computer Aided Telephone Interviewing). (February 2004).
The results show that people view public transport to be a highly valued and appreciated public service. Respondents viewed public transport favourably in terms of accessibility, affordability and the fact it was easy to understand fares, timetables and routes. The main issues surrounding public transport were in relation to punctuality, capacity/frequency, adherence to regulations, public order offences, exact fares/fare issues and accessibility. The objective of ITS is to introduce an integrated ticketing scheme so further expansion on issues relating to exact fares and fare issues is relevant at this stage.
Issues Relating to Exact Fares/Fare Issues
- Exact fares and change issues were prevalent in all groups and in all cases were spontaneously mentioned.
- Many claim that change receipts are never cashed due to the location of the office on O'Connell Street. This, users claim, is inaccessible to the majority.
- There were several mentions of no change receipts being given, which indirectly communicates to the user that they should not use or seek the change receipts.
- Correct fares, in the mind of the users, are difficult. The majority of respondents perceive the presence of exact fares reduces the user's value for money.
- The majority of respondents used cash to pay for their journeys even though they saw it as a difficult medium to use.
- A (perceived) lack of vendors selling tickets in their locality.
- Current ticket options do not truly suit individual needs. All spontaneously called for Wider, more flexible ticketing options to be developed.
- Official identification is required to purchase concessionary tickets.
The Ideal Ticketing System
People were asked what their ideal ticketing system would be. People were well travelled and used examples of countries they'd been in as the Ideal Ticketing System. The most mentioned cities were:
- Prague: One ticket system for bus, rail and tram.
- Boston: Single fare for any journey completed without exiting the T.
- Amsterdam: Buying a ticket to suit an exact journey regardless of stages or modes used.
People felt that in the ideal system:
- Everything would be on time, tickets would apply to all forms of transport, no change would be necessary and ticketing would be flexible.
- There would be a wider variety of ticketing options
- Tickets would be personalised
- Time limited ticket bundles would be removed
- There would be Cross modal (within and without) city transport
- There would be a rechargeable ticket made of a durable material ideally
Respondents felt that the use of smart cards in transport offered many benefits including the following:
- Ease of use
- Security
- Durability
- Intelligent
- Expandable
- Efficiency
- Affordability
All rejected the concept of an entirely cashless society.
The Hong Kong Concept
All focus group people and representatives of disabled organisation were shown a five minute video of how smart cards currently work in the transport system in Hong Kong. The reaction was extremely positive. All groups were fascinated with the contactless nature of the card and how this aided speed of entry and safety. People also commented on the speed of the transaction and how there were no queues. The video showed a person with a smart card in their watch many people felt this would be excellent for disabled individuals.
Multi Staged Travel
Also relevant to an integrated ticketing scheme is the high percentage of people whose main journeys involve two stages or more some of which used different modes.
Opinion on Electronic Travel Card Concept
People in the detailed survey were also asked what they thought of a travel smart card and shown the video of smart card use in Hong Kong. 86% of people had a positive reaction.
Effect of Electronic Card on Experience of Travelling on Public Transport
People were also asked how they felt the introduction of a travel smart card would affect public transport. 70% thought it would make travelling on public transport better.
Research Summary
The reaction to the idea of smart card use in transport and the reaction to the video of smart card use in Hong Kong was extremely positive.
- The majority think it is a good idea;
- The majority expect it will improve public transport;
- The majority claim they will use Smart Cards when introduced.